The Step Change Blog

Personal expression and personal enrichment are two proven and powerful ways to position your brand. See how other brands have done it here:

The more specific we can be about our category, the better chance we have to be remembered and related to by our customers. Are you in the right category?

Jeff Cooper remembers his inner cool teenager as he ponders the irony of smoking in the face of meteoric cigarette tax hikes and ugly packaging.

Nakula, small player in the coconut water industry, positioned themselves in the marketplace to overcome the big guys, like Nudie. How did they do it?

Don’t get us wrong, McDonald’s are brilliant marketers but they often do chicken ads where everybody goes, “yeah I fancy chicken” - then they go to KFC. Why?

Social and environmental responsibility are two proven ways to position your brand. Here are some brands that have used this positioning.

Niche market and geographical territories are two proven and powerful ways to position your brand. See how major brands have done it here:

People who say competitive advertising does not work obviously have not seen the worlds most loved brand in action.

Can you be too persuasive? Is it time to turn the persuasion off, create a safe environment for healthy conflict, and take a few home truths on the chin?

Here are two proven and powerful ways to position your brand. Read about the positioning territories of speed and reliability here:

Why is client satisfaction so low? Are agencies trying hard enough to address the pain points? Jeff Cooper shares dinosaur sized insights here:

Brand positioning is about defining an idea and then owning it. How could being the originator or owning simplicity benefit your business?

The positioning territory of size focuses on the large range of products or services your brand offers. If size is your brand's aim, what is your target?

There are four main ways you can grow your business but which is the best strategy for you? This is determined when you identify who's really got your money.

Is your advertising pitch based on a lie you've told yourself over and over again? It's time to be honest so that you can start asking the dumb questions.

If you are going into business get focussed. Hire for quality rather than role then invest in the culture you want to create. Are you ready to take the risk?

Greed may or may not be good, but it's not going anywhere. Despite the wonders of technology, creativity is still the key to making a mint.

Get ahead of the pack and consider these 5 simple tips for your web design to help stop your potential customers from clicking through to your competitors.

A Comms degree to learn the Copywriting trade is fine but maybe it would be better to sample different types of writing and get some real life experience first?

We hire the crazy ones! People who don't quite fit the mould. Find out about our leverage to grow model here.

We're always experimenting to create a fun place to work, and an awesome environment to invite our clients to. Here are some fun things to keep an eye out for.

Taking short cuts when it comes to writing can be a serious mistake which can end up making your business come across as stuffy or too difficult to work with.

Why are clients so reluctant to heed brand advice from agencies? Is it because business, marketing and innovation aren't working together with equal importance?

How do you increase office productivity? Well it might not be sustainable but we thought that a massive gummy bear might charge up your troops for a while.

Most of you are just a little cranky that it rained this morning, that your toast burned, that you let that deadline slip your mind… am I right?

The Step Change Marketing team will be live on stage running Stump The Strategist at the upcoming ARPA National Conference. Details here:

Are you a classy predator? In a dog-eat-dog market we need to be predatory with our competitors, but the best way to do it is with elegance, class and dignity.

When we started Step Change Marketing, we broke all the rules. We hired somebody who had no track record and more issues than a New Idea magazine! It paid off.

Working smarter is everyone's goal. Step Change Marketing have produced an animated 'Smarter Working' explainer series for AGL that you can check out here:

Ashton Bishop talks about how bullying and being the underdog led to his passion for predatory marketing and the establishment of Step Change Marketing.